CAMPAIGN BRIEF
BY LARISSA MEIKLE | CAMPAIGN BRIEF
State of the TVC + Content Industry
Step back and the picture is clear: the Australian production industry is under pressure, but it’s also alive with reinvention. Budgets are tighter, timelines shorter, and briefs more fragmented, yet the drive for emotionally resonant, beautifully crafted storytelling remains. AI is here, collaboration is borderless, and craft still matters. Beneath it all, the belief in creativity – and the people who make it – endures. CB reports…